Munich Students Visit One of Europe’s Most Iconic Stadiums During Project Week

23.10.2023

Assignment Focused on the Famed Allianz Arena and FC Bayern Museum

As part of the ‘September block’ project week, bachelor’s and master’s students of Wittenborg’s Munich study location had the unique opportunity to explore the Allianz Arena. This famed stadium is home to the legendary FC Bayern Munich – one of the world's most successful football clubs with 30 Bundesliga titles and 6 UEFA Champions League titles to its name.

The overall goal of the project, conducted between 18 and 22 September, was to help students develop an understanding of the challenges and opportunities inherent in marketing iconic venues, using the Allianz Arena and the FC Bayern Museum as primary case studies. To do so, the participants were divided in teams of up to five members and required to deliver a series of products, including group reports, presentations and self-evaluations.

Among other tasks, they had to develop a comprehensive document capturing current marketing strategies of the Allianz Arena and the FC Bayern Museum, supplemented with a SWOT analysis, as well as an innovative marketing strategy addressing specific challenges faced by the venues. The assignment also included the creation of a proposal detailing the integration of digital tools for enhanced audience engagement.

The director of Wittenborg’s Munich study location, Sascha Liebhardt, said that by using established academic models and theories, students were required to brainstorm ways to draw non-football enthusiasts to these venues, thereby broadening their demographic reach and evaluating the visitors’ experience. “A standout recommendation was the incorporation of mixed reality (MR) glasses, envisioned to make both the arena tour and museum visit unparalleled experiences, consequently boosting word-of-mouth marketing and social media engagement.”

Liebhardt considers that this activity comprised the ideal blend of sports, academia and business. “It provided students with a tangible setting to apply theoretical knowledge, offering them insights into the intricacies of modern-day venue marketing. Such experiences underscore Wittenborg's commitment to fostering a holistic educational approach, encouraging students to examine venues from a critical business perspective in the future,” he commented.

Visiting a ‘Temple’ of Football

After the project week’s kick-off meeting session, on 18 September, the students went on a guided visit to the Allianz Arena, a high-tech architectural marvel which stands out due to its futuristic façade and seating capacity of 75,000. During their exploration, students had the exclusive opportunity to venture into the heart of the arena – including the largest press room of European football, the locker rooms of FC Bayern, the green pitch and the grand stairway.

The tour included information on the technical challenges faced during the construction of this monumental structure in a span of less than three years. Also covered in the activity was the technology that enabled the arena's exterior to represent the colours of both of its home teams at the time of its construction, FC Bayern (Reds) and TSV München 1860 (Blues).

The students' expedition also led them to the FC Bayern Museum – Germany's largest club museum and the fifth most frequented museum nationwide. The museum chronicles the 120 years of the club's rich history, and students had the opportunity to explore the development of FC Bayern and its rise to becoming the 6th most valuable football team, with a value of $4.86 billion according to Forbes in 2023.

Roman Tiwari, a bachelor’s student from Nepal, highlighted that as an FC Bayern fan, he greatly enjoyed the expedition to the Allianz Arena and the club's museum. “Being a football fan in Nepal means getting up in the middle of the night to watch matches, due to the time difference. Being at Allianz Arena, walking up the stairs to the pitch and seeing the club's history in the museum was an amazing experience for me. By combining it with my studies, I was able to look behind the curtains and start understanding the business side of FC Bayern. What still fascinates me is the branding inside the stadium; you can literally feel FC Bayern. As a fan, it is like visiting a temple.”